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Navigating the Enrollment Challenge in Higher Education

With the anticipated enrollment cliff looming over higher education, many institutions face an uphill battle to attract and retain students. In an insightful discussion, experts from Emory & Henry College and Purdue University shared their strategies for achieving record enrollment numbers amidst these challenges. They highlighted the importance of collaborative efforts in enrollment management.

Andrew Hibel, HigherEdJobs: Can you describe your current position and the career path that led you to this role?

Jennifer Pearce, Emory & Henry College: As the Vice President for Enrollment Management and External Affairs, I oversee multiple critical areas such as admissions, financial aid, campus marketing, community engagement, and more. My journey in higher education began in 2005 at my alma mater, where I initially held a role in marketing and communications after nearly two decades in corporate public relations. This diverse experience laid the groundwork for my current role, which I transitioned into in 2020 after expanding my responsibilities to include enrollment.

Kristina Wong Davis, Purdue University: I am the Vice Provost for Enrollment Management at Purdue University, overseeing departments like Undergraduate Admissions and Financial Aid. My career has evolved through various roles, including working on college access programs, which led me to discover my passion for enrollment management in the admissions office at Purdue.

Hibel: Both Emory & Henry College and Purdue University are experiencing record enrollment numbers despite predictions of an enrollment decline. What strategies have you implemented to achieve this success?

Pearce: Guided by President John W. Wells and a supportive board, we pursued an ambitious strategic plan during the pandemic. This included expanding academic offerings, investing in a new career center, and transitioning our athletics program. Close collaboration with admissions and marketing allowed us to communicate our growth effectively. We emphasized authenticity in our messaging and showcased the unique attributes of our region in Southwest Virginia. Establishing clear expectations and a data-driven approach helped us adapt quickly.

Wong Davis: While not reaching enrollment targets can be challenging, exceeding them presents its own difficulties. Our team at Purdue worked diligently to enhance student experiences despite the increased enrollment. This required expanding housing options and adapting academic capabilities to accommodate all students, ensuring we deliver on our educational promises.

Hibel: Emory & Henry has plans for significant investments, including an equestrian center and new housing. How do these developments align with your enrollment strategy?

Pearce: We had to limit our equestrian program enrollment previously due to space constraints. The new equine complex will allow us to expand significantly. Additionally, the multi-sport athletic complex will support various sports, enabling us to introduce new teams. However, we face housing challenges as well, with over 90% of our students residing on campus this year. Our plans for new apartment-style housing aim to support our growing student population while addressing local rental shortages.

Hibel: Purdue’s recent initiatives focus on increasing enrollment among Black and rural students. Can you elaborate on these efforts and their impact on student diversity and access?

Wong Davis: The Equity Task Force, established by our Board of Trustees, is dedicated to enhancing the experiences of Black students, staff, and faculty. We allocated resources to create early outreach counseling roles in Indiana to better prepare prospective students for post-secondary education, thus broadening our recruitment efforts.

Hibel: Since the pandemic, how have discussions about enrollment changed, especially regarding student needs and concerns?

Pearce: We adopted a test-optional policy, recognizing that traditional application requirements could hinder prospective students. With so many first-generation students, we strive to simplify the application process and enhance support services. Our financial aid efforts saw a significant increase in FAFSA filing rates, and we’ve bolstered mental health resources to address the diverse needs of students adjusting to college life after the pandemic.

Wong Davis: While the essential nature of these conversations remains, there is a noticeable increase in students’ desire for tangible campus experiences. The isolation felt during the pandemic seems to have intensified their craving for community engagement, something our campus is dedicated to providing.

Hibel: What advice would you offer to institutions facing enrollment challenges?

Pearce: Institutions must articulate their unique identity authentically. Ensuring that programs are relevant in today’s job market and aligning with student aspirations is crucial. Enrollment success relies on comprehensive community involvement, including faculty and current students, to present a holistic view of institutional offerings. Valuing and engaging staff is fundamental to fostering a successful enrollment environment.

Wong Davis: There are no quick fixes in this competitive landscape. Enrollment relies heavily on personal connections and the ability of students and families to feel a sense of belonging. Achieving this requires a collective effort across the entire institution, not just from the admissions office.

Hibel: What do you find most fulfilling about your work in higher education, and what keeps you motivated in enrollment?

Pearce: The role of education in shaping individuals is transformative. It is an honor to introduce families and students to Emory & Henry and to play a part in their educational journey, knowing it can significantly improve their life outcomes. Addressing access and affordability remains a priority, ensuring that all eager learners find their pathway to higher education.

Wong Davis: I have firsthand experience of the profound impact that higher education can have on an individual’s life. I am driven to continue providing opportunities for students to experience this transformative journey, recognizing its potential for shaping their futures.

Source
www.higheredjobs.com